Ever feel like you spend hours on your digital marketing and don’t see the return that you feel that you deserve? If you answered yes, it could mean you are not optimising your digital marketing to the best of its ability.
Although digital marketing goals will differ, most relate directly with these 3 key ideas (or at least they should);
- Building brand awareness
- Engaging your audience
- Identifying leads for your business.
Most agents are familiar with the standard marketing funnel concept, but struggle with how to apply the principles in real life scenarios. Our team has found success breaking each goal down by asking three specific questions.
- Who is my audience?
- What content is relevant to them?
- How often should I communicate with them?
With these questions in mind, it’s much easier building an effective marketing strategy designed to deliver results.
Consideration 1 – Who is my audience?
It seems like a straightforward question, right? Yet having different goals means having different audiences. Instead of focusing a single message designed to deliver everything for everyone, consider your goal, and to whom it relates with. Quality content targeted to specific people is always better than generic content focused on quantity.
Each time you go to send a newsletter, think about who should receive it in their inbox? Is this email designed for new home buyers? Are you updating your landlords, or reaching out to your whole database to wish everyone a happy Australia day? Who you are communicating with should be the first consideration you make.
When it comes to social media it may be easier to determine who your main audience is. According to a study by MarketingArtfully, most people consume goods and services within 8km of their homes or work, and people tend to like or follow business social media accounts within the same radius. That means it’s likely the majority of your Facebook followers will reside in your local area. Whether they have liked your page through organic brand awareness or a geo-targeted promotion, they often currently, or plan to, live or work in your area of service offering.
Key takeaway: Take some time to audit your database by using your email reports, calling your engaged contacts and leads, and determine your audience’s needs. In the noisy world of digital marketing, cut through comes by standing out with messages designed with your audience in mind. Let them know you understand their needs better than the rest.
Consideration 2 – What content is relevant to them?
Once you’ve segmented your audience based on their needs, it’s time to consider what content is relevant to them. “Content is king” when building your brand and engaging your audience. You can’t expect someone to be interested in what you have to say if it’s irrelevant to them. As well, one must consider the delivery method of content as digital communication tools have enabled agents to stay connected with clients with ease and minimal costs. We will consider both, as well as the most effective content to include in each.
Facebook is a dynamic environment with multiple communication channels. Therefore, it’s important to spend time keeping up-to-date with the latest trends, and using the complex system effectively. Early this year Facebook pledged to show people content that’s important to them, in an attempt to reduce ‘passive’ social media consumption that has contributed to a negative user experience. What this means for Real Estate agents using Facebook is you have to be more relevant and community focused than ever. Luckily this aligns well with our 80:20 rule; 80% of our content should focus on providing value to our community, and 20% should outline your business and offer specific services.
This doesn’t mean you shouldn’t share your successful auction with your followers. Rather these types of posts shouldn’t be 100% of your pages content.
A great way to increase engagement on your posts is to spark a conversation. Ask a question, share an unexpected insight, or conduct a short survey. Or offer valuable industry expertise that most people wouldn’t know, such as a tip for first home buyers, a local suburb report, or a helpful article that shares recent real estate trends.
Key takeaway: Be intentional in creating and maintaining relationships with your clients on Social Media. Are your posts focused on your local community, or are you offering value to your followers?
Email marketing is an effective tool for direct communication. Once you’ve determined your audience, it’s easier to identify relevant content to build your brand, engage your readers, and identify leads.
When communicating with buyers, share your new listings, upcoming open homes, and if you are really wanting to add a personal touch, personally invite them to nearby auctions that you know covers their buying criteria.
For potential vendors showcase your professionalism and your knowledge of the local market. Demonstrate your knowledge with information of their suburb, and offer a free, no obligation appraisal to help win the listing.
Previous clients are by far the easiest leads to convert, given that 88% of home buyers say they would use their real estate agent again. However, only 11% actually do! Tragically this happens because agents simply lose contact. So, stay top-of-mind with an home purchase anniversary email, send them fresh suburb reports, or just keep them up-to-date with a quarterly newsletter.
Key takeaway: Relevance is key. Present information to your audience that will appeal to them, like relevant properties, industry information, local content, and your expert advice.
Consideration 3 – How often should I communicate with them?
Now that you know who your are communicating with and what content you should be sharing, it’s important to understand the ‘goldie locks’ amount you should be communicating with your audience.
For email marketing frequency boils down to the audience. As a brief guide you could break up your communication as follows…
Hot buyers: Each week with new listings, inspection times, and helpful industry articles.
Potential Vendors: Immediately after learning of their interest, and weekly thereafter with content like Sales Results, suburb reports, client testimonials, and an appraisal offer.
Past Buyers and Vendors – Between monthly to quarterly will help you touch base with them and ensure they don’t forget you. Include information that’s relevant to their property, and with breadcrumb offers every quarter to identify their re-entry into the market.
As an indirect line of messaging, Social media works a little differently. What you share for one you share for all. But how often should you post? Statistics suggest the best frequency for Facebook is between 1 and 2 times a day while LinkedIn is optimised at around 20 posts a month (Approx 5 posts a week).
However many times you decide to post, we strongly encourage the 80:20 rule. Post 80% community and industry relevant information to offer free value to your followers. The other 20% should focus on your business, and service offers.
Key takeaways: Knowing your audience helps you determine what content will effectively build your brand, engage your database, and deliver leads from your digital marketing. Once you know your audience, you can target them with relevant content at intervals designed to maximise a positive interaction. For casual followers or previous clients, less can be more, but for hot buyers and sellers you want consistently remind them of your expertise and services.